| Detroit Free Press
Video: Red Wings GM Steve Yzerman on challenges of 2021 season
Red Wings GM Steve Yzerman on challenges of COVID-19 shortened 2021 season. Dec. 22, 2020.
Helene St. James, Detroit Free Press
What’s that you see on a Detroit Red Wings players helmet this season?
Why, it’s an advertisement.
With no revenue incoming from fans, the Wings will instead bear an advertisement on their uniforms.
The team announced Monday that United Wholesale Mortgage will be featured on player helmets during the 2021 season. The Michigan-based business will also feature on on-ice logos, in-arena signage, and digital branding.
It was an expected move, what with no fans allowed at Little Caesars Arena this season because of the COVID-19 pandemic. The Wings open a 56-game season Jan. 14 when they host the Carolina Hurricanes.
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General manager Steve Yzerman said in December he understood it was a likely development considering the circumstances in which teams operate now.
“We have to be creative,” he said. “Our revenues have taken a significant hit and you’re always, regardless, looking at ways to grow revenue.
“You see it in Europe, you see it at international events. I don’t really have too big of an issue with it. I think it’s a good opportunity to see if we can’t generate revenue from it. It’s the norm outside of North America.”
Other teams already have jumped on the idea. The Washington Capitals will don the Capital One logo (they play at Capital One Arena); the New Jersey Devils will wear the Prudential logo (they play at Prudential Center) and the Nashville Predators, who play at Bridgestone Arena, will wear the Bridgestone “B” on their helmets.
Contact Helene St. James at hstjames@freepress.com. Follow her on Twitter @helenestjames. Read more on the Detroit Red Wings and sign up for our Red Wings newsletter. Her book, The Big 50: The Detroit Red Wings is available from Amazon, Barnes & Noble and Triumph Books. Personalized copies available via her e-mail.